Stepping in to help an in-house team on a high-stakes campaign.
I joined at short notice to design Mizuho Americas Open campaign creatives for PATH, the rail system connecting New York and New Jersey. The campaign was taking shape, and the in-house team needed someone ready to contribute.
- Campaign creative design
- Large-format print
- Production design
The campaign promoted the Mizuho Americas Open, a women’s golf tournament at Liberty National in New Jersey, and the financial services group supporting it. To help the team, I needed to understand what the creative had to communicate and how people would encounter it on their commute.
A / Audience
They were catching a train. The message had to be quick.
I paid attention to what someone would read first, using type size and space to make the invitation easy to catch on the move.
B / Business
Connect the tournament to the bank supporting it.
The campaign had two jobs: invite people to the tournament and introduce the work Mizuho supports beyond banking. Keeping the message and the brand recognizable across placements helped those two stories stay connected.
C / Culture
Bring women’s golf beyond its usual audience.
The tournament brought professional women golfers and junior girls into the same event, giving younger players a chance to compete alongside the pros. The transit campaign could introduce that story to people who weren’t already following golf.
Get up to speed. Match the team’s pace and quality.
The team already had a working rhythm. I asked questions to understand the direction, started designing, and adjusted as I learned more. That let me work through the details alongside them while getting familiar with the project.
One decision was how to keep the white borders visually consistent across different sizes. The same margin can feel generous on a small poster and disappear on a large wall. I adjusted the borders, type, and spacing for each format so the campaign kept the same visual balance across placements.
My part in a campaign that reached across PATH.
I designed my assigned creatives and prepared the files for production, checking the headlines, legal lines, and disclaimers before handoff. These installation photos show the wider team’s campaign across PATH.